James Averdieck, who sold premium dessert maker Gü for £32.5 million in 2010, is set to launch a ‘healthy’ chocolate rival this week with half the fat and calories.

The former marketer, who founded Gü in 2003 and sold it to Britain’s biggest egg producer Noble Foods, joked of his Little Choc Pots: ‘I’m redeeming myself of past sins.’

He said: ‘Gü is very indulgent. I still love Gü, but I am looking to become more healthy.’

Averdieck’s latest venture, The Coconut Collaborative, was set up with Steve Bessant and Ian Drury, who ran a coconut-based ice cream company called Bessant & Drury.

Averdieck said: ‘I wanted to find a new business to get my teeth into. Gü was a big part of my life and I did enjoy building a brand and that obsession you get with a new business.

‘Bessant and Drury was tiny when I got involved. It was selling ice cream made with coconut milk.

‘I liked the idea because it was non-dairy. I thought that space was very interesting.’

Coconut products, from coconut water to coconut milk, spread, flour, sugar and even beauty treatments, have seen a rapid rise in popularity in recent years. As well as the health benefits of vitamins, minerals and electrolytes, coconut has also benefited from being promoted as a ‘healthy fat’.